“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” Excerpt from 'Confessions of an Advertising Man' by David Ogilvy. One from the G3 Creative archive - Loch Lomond Outlets advert created to be shown on STV. https://www.youtube.com/watch?v=DuTQdh9fpL0